Google bad ad report 2016 is now available. This post explains how Google fought bad ads, sites and scams in 2016. Google believes that a free and open web is a vital resource for people and businesses around the world. And ads play a key role in ensuring you have access to accurate, quality information online.
In 2016, Google took down 1.7 billion ads that violated Google’s advertising policies. This amount is double of the bad ads they blocked in 2015. It means, if you view 1 ad in 1 second, it will take 50 years to finish this queue.
Google updated their policies last year. For example, Google introduced the policy to ban ads related to payday loans. These types of ads results in high default rates for users. Since the launch, Google has blocked more than 5 million payday loan ads.
Google also changed their algorithm to detect bad ads. For example, “trick to click” ads often appear as system warnings to deceive users into clicking on them. In 2016, systems detected and disabled a total of 112 million ads for “trick to click,” 6X more than in 2015.
Here is a summary from the blog post.
- Google disabled more than 68 million bad ads for healthcare violations, up from 12.5 million in 2015.
- Also, Google took down more than 17 million bad ads for illegal gambling violations in 2016.
- Took down nearly 80 million bad ads for deceiving, misleading and shocking users.
- Systems detected and disabled more than 23,000 self-clicking ads on our platforms, a huge increase year over year.
- Almost 7 million bad ads for intentionally attempting to trick our detection systems.
- Suspended more than 1,300 accounts for tabloid cloaking.
When Google finds ads that violate policies, they block the ad or the advertiser. But sometimes they also suspend the website promoted in the ad (the site people see after they click on it).
So, for example, while they disabled more than 5 million payday loan ads last year, they also took action on 8,000 sites promoting payday loans.
Here are some examples of common policy violations we saw among bad sites in 2016:
- Action on 47,000 sites for promoting content and products related to weight-loss scams.
- Took action on more than 15,000 sites for unwanted software and disabled 900,000 ads for containing malware.
- And they suspended around 6,000 sites and 6,000 accounts for attempting to advertise counterfeit goods, like imitation designer watches.
“From November to December 2016, we reviewed 550 sites that were suspected of misrepresenting content to users, including impersonating news organizations. We took action against 340 of them for violating our policies, both misrepresentation and other offenses, and nearly 200 publishers were kicked out of our network permanently.” said Scott Spencer, Director of Product Management Sustainable Ads, Google.